Marketing Research 

Guides & Tutorials

These online guides identify steps and resources involved in market research.

• Condensed Guide to Market Research A free guide from Informa Research Services.
• How to Prepare A Market Analysis One of many guides found on the Edward Lowe Foundation Web site.
• Field Guide to Market Research is part of the extensive Kauffman's Foundation for Entrepreneurship's entreworld.org.

Demographics

U.S Census Information

Information collected, compiled and published by U.S. Census Bureau forms the backbone of demographic analysis of existing and potential customers.  Data is available in many forms including downloadable charts, thematic maps, and special reports.

• American Community Survey
• American FactFinder
• County Business Patterns (NAICS)
• County and City Data Book
• How We're Changing, Demographic State of the Nation
• State and County Quick Facts
• Statistical Abstract of the United States The handbook of American demographic research and often the best place to start your search. Online or in print (Ready Reference C 3.287:13).

Indiana, Allen County and Fort Wayne

• Indiana Business Research Center (IBRC) provides analysis of demographic and economic trends in Indiana.
• STATS Indiana Use data tables and IN Depth profiles for Indiana state, county, and metropolitan statistics.
• Allen County Profile

Special Populations

• Americans 55 & Older: A Changing Market. (Sharon Yntema, ed.) 3rd ed. New Strategist, 2001. (Reference HQ1064.U5 A66 2001)
• Baby Boom: Americans Aged 35 to 54. (Cheryl Russell) 3rd ed. New Strategist, 2001. (Reference HN60 .R868 2001)
• Generation X: The Young Adult Market. (Susan Mitchell) 2nd ed. New Strategist, 1999.

Use IUCAT catalog to search for demographic information on specific groups within the general population. Combine terms for keyword searching, for example, demographics and aging or demographics and Hispanic. The same search strategy can be used in business databases to find articles.

Consumer Behavior & Buying Power

• American Marketplace Use LexisNexis Academic to search this periodical with in-depth marketing analysis.
• Lifestyle Market Analyst (Business Ready Reference HF5415.33.U6 L54 2004)
• Consumer Expenditure Survey provides information on the buying habits of American consumers, ie. expenditures, income, and consumer unit (families and single consumers) characteristics.
• Household Spending : Who Spends How Much on What (Reference HC110.C6 O34 2004)
• American Attitudes: Who Thinks What About the Issues that Shape Our Lives, 2nd ed. (Reference HN90.P8 M58)

Market Surveys

Market research conducted by others is expensive to buy and current information usually not available for free.

• MarketLine Business Information Center Use the Browse Countries option to find economic profiles of more than 50 nations.
• e-Commerce-guide offers news, trends, and research about doing business online.
• KnowThis.com links to selected and evaluated sources of marketing research.
• Business Insights Search by product, market area or consumer group.
• Sales & Marketing Management articles about trends, strategies, research, and case studies in marketing.

Collecting Primary Data

Gathering your own data about products or consumers maybe the best way to find the information you need to make marketing decisions. The drawback is that primary data collection can be more costly and time consuming than using secondary sources. The follow books will help you plan and develop effective data collection methods.

• Asking Questions: the Definitive Guide to Questionnaire Design: For Market Research, Political Polls, and Social and Health Questionnaires (Stacks H62 .B63)
• Focus Groups: A Practical Guide for Applied Research (Stacks H61.28 .K78 1994)
• Handbook on Marketing Scales: Multi-item Measures for Marketing and Consumer Behavior Research (Stacks HF5415.3 .B323)
• Designing and Survey Research: A Comprehensive Guide, 2nd ed. (Stacks HA31.2 .R43 1997)

Market Share

• Business Rankings Annual (Reference HG4057 .A353)
• Market Share Reporter (Business Ready Reference HF5410 .M35 2005)

Advertising

• AdAge.com / Advertising Age Free registration required for this site. Content blocked to non-subscribers may be available in the weekly print version (Periodical HF5801 .A276).
• Advertising World Extensive directory of Web sites related advertising and marketing. (University of Texas)
• Ad*Access More than 7,000 advertisements published in U.S. and Canadian newspapers and magazines between 1911 and 1955. (Duke University)

Professional and Trade Organizations

Advertising Research Foundation

American Academy of Advertising

American Advertising Federation

American Association of Advertising Agencies

American Association of Public Opinion Research

American Marketing Association

Association of Consumer Research

Direct Marketing Association

Marketing Research Association

Public Relations Society of America

garrisoj@ipfw.edu 2101 E. Coliseum Blvd. Fort Wayne, IN 46805-1499 260-481-6499 Fax: 260-481-6509 Judith Garrison M.L.S. Reference & Information Services Librarian; Liaison to School of Business & Management Sciences, Labor Studies, Division of Public & Environmental Affairs; Assessment Coordinator Helmke Library, LB 160